Why is this work relevant for Integrated?

The work is relevant for the Integrated category because the creative idea was implemented from different media channels to product, and because each piece was developped with a specific goal, in a consistent global consumer journey. Facebook and TV have worked on awareness and acquisition. Product itself and Instagram have worked engagement, helping us to spread the word and to say loud and clear that in Little Big Change diapers, there's no other shit than babies' shit.

Background

January 2018, a scandal hits the diapers world in France.
A study published in ""60 millions de consommateurs"" magazine revealed to French people that a lot of diapers brands contains toxic substances like chlorine, petroleum, glyphosate… Very quickly, almost every French media relayed the information, pushing the French minister Ségolène Royal to react on TV.
The perfect moment for a little eco-friendly diapers brand to make itself known.
Our small budget in a very contested period for diapers brand, forced us to imagine something outstanding, but truly genuine, to ensure to gain people's trust.

Describe the creative idea

In the diapers world, 100% of diapers are very similar with cute patterns, from cute animals to cute fruits including cute landscapes and cute plants… In short, cute and consensual.
We decided to distinguish ourselves with an impertinent tone of voice, and we decided to use our product as our first media. Because the product is always the best media you can have. Especially when a scandal hits directly the product itself.
That's how we developed diapers with words on them. Words that support our eco-friendly message, so that babies that don't even speak, could say loud and clear that they don't want other shit than their own in their diapers.

Describe the strategy

To make people know that we have developed diapers with words, we applied the same creative idea to a film and several key visuals.
By showing babies wearing our diapers with words, we gave them the floor. Because we believe that nobody is in best position than babies to support our discourse.
The assets were first broadcasted on Facebook and Instagram to a very specific audience composed of digital friendly parents from 25 yo to 49. And then the film went on TV to reach a larger audience.

Describe the execution

Once parents have ordered our diapers, they could discover a leaflet in their boxes.
A leaflet that was inviting them to share photos of their babies wearing our diapers with words. And as we have developed several words per size, they could also play with diapers and create short sentences.
Much more ""Instagramable"" than other cute diapers, a great number of parents starts to share their photos, promoting at the same time our brand and our eco-friendly diapers. And it still continues today thanks to every new client that we recruit each month.
Some sort of virtuous circle.

List the results

In a few weeks, 40 million people were reached with the film and KV, and 9 more million on social media.
And subscriptions increased, from an average of 15 subscriptions per day before the campaign, to almost 100 per day after.